Nike Really, Really Loves Liu Xiang

Earlier, I wondered whether Liu Xiang’s withdrawal from the 110 meter hurdles competition will negatively affect his relationship with Nike. Thanks to this tip from snactres, we find out that Nike will continue to feature Liu in its ad campaign.

From CNBC:

Despite the disappointment of one of their biggest endorsers, Nike will salute hurt Chinese hurdler Liu Xiang tomorrow — instead of hoping that he’ll disappear.

This is the type of thing that makes Nike a leader in sports marketing. When the other sponsors privately cringe at the thought of one of their top guys going down, the folks at the Swoosh actually think, “How do we spend on this and turn it into a great human moment that appeals to people?”

The print ad, which will appear in The China Daily and a few local papers here in Beijing, will have Liu Xiang’s face and will contain the following copy (in Mandarin):

Love competition.
Love risking your pride.
Love winning it back.
Love giving it everything you’ve got.
Love the glory. Love the pain.
Love sport even when it breaks your heart.
Just Do It.

I believe that this is a good move on the part of Nike as there appears to be more public sympathy than public irritation/condemnation for Liu’s failure to defend his title. In fact, maybe Nike may have hit on a winning marketing formula. Who among you will agree with me that the “sympathy card” will sell more shoes than the “hero-worship” card?

Related posts:
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Liu Xiang: Large Shoes, Big ….